Maybe you have noticed that ExtravaDansa – the production house of dance and costumes – has somehow disappeared from the scene. And it is true. After 13 successful years on the market, time has come, to move from ExtravaDansa to another, higher level. Thanks to ExtravaDansa we have learned a whole lot about the market and needs of our clients. Fulfilling different needs of a big variety of clients had naturally lead to development of new segments. We are moving forward, taking ART, FASHION and ENTERTAINMENT services for event marketing and advertisement agencies to the next level.
I will not make the “haters” – happy :) – we did not go bankrupt. On the contrary. Despite a name that had ‘ dance ‘ in itself , we managed to develop 11 different divisions of our products and services. Production of dance shows is now only one division of our portfolio with other 10 divisions.
Simply put, the name ExtravaDansa was too simplistic to describe everything we do. Giving up a brand name we spend over a decade building, was emotionally were hard, but I felt that is the right time for a change.
The first challenge and struggles came with the creation of a good, new company name. At the beginning I was quite naïve and thought that I could come up with a new name all by myself. Mistake. I have created new name exactly 105 times. 105 times I got excited, bought a domain and started to work on our logo. When I was at the 103 name – about which I was pretty sure was the one – I have decided to bother Juraj Vaculík – THE man in advertising. With a little soul, I have texted him if he would find 10 minutes from his schedule for me. I wanted his honest reaction. 5 minutes in and my amazing name was shuttered.
At night it clicked! SmartArt perfectly describes all of the segments that we offer. It captures the essence of our work – using ART, FASHION and ENTERTAINMENT to create an experience for any kind of audience while communicating the emotion and message clients wants and needs to deliver to his target audience. Marketing through experience, marketing through ART, where business meets art – that is us. Smart Art is perfect!”
“Petra, Smart Art is a CONCEPT, how your company works, the philosophy of the whole company. It is not a BRAND. Look at our suggestions!”
And there it was – the lucky 105 – NEON HEADS. I already imagined it all. Statue busts in all kinds of crazy colors in our offices, dance halls, costume factories. A punk persona – John Neon – with a neon haircut, perfect persona for guerilla marketing to brand NEON HEADS. I can see it, feel it, we have it!
If you want to know what NeonHeads actually means, stay tuned for a new blog. This name may seem odd at first, but it captures the true essence of our new and fresh company. And even if it would not, it’s okay, because it is an unique name and that is one of the most important feature of strong brands.